The Milus watch brand was founded in 1919, in Biel, Switzerland by Paul William Junod. From the very beginning, a distinctive ambiance, expressive freedom and timeless elegance characterized the creations of the house, a quality which is preserved today in the current Milus collections. From dazzling, creative haute joaillerie to creative mechanical complications, Milus offers timepieces of exceptional quality that appeal to intimacy and personal expression--the perfect compliment for men and women possessed of assurance and a natural understanding of true luxury. Today, the destiny of Milus is assuredly guided by the Peacemark Group and CEO Jan Edöcs , a young Swiss executive who began his career within the Swatch Group. Having been born and raised in the mythical "cradle of watchmaking", Mr. Edöcs is illuminated with a passion for the noble heritage of the brand, and the unique essence which gives life to each Milus timepiece. Going forth, the Milus brand will continue to offer tantalizing creations of horological luxury, each proudly manufactured entirely in Switzerland.
VIALUXE:
Milus is a relatively new brand in the US. Can you give us some background on the Milus Brand?
EDOCS:
Even though for your readers in the United States the brand is a new brand. The brand itself represents a tradition that goes back to 1919 and it has a long tradition and a home base in Biel, within the cradle of Swiss watch making.
In the earlier years, Milus was right at home in Europe but in the last few years we have very successfully entered the US market. We are very happy with the entrance and we have very exciting plans for the future.
VIALUXE:
What is the essence of the Milus brand? EDOCS:
The essence of the Milus brand is simply combining jewelry making and watch making. This is one of our main targets. Milus has strength in designing watch and manufacturing watches. Our entire production is 100% Swiss made and this fact has actually opens a lot of new doors in the direction our brand is going. This isn't just the internal mechanism of the watch that we are talking about. We are convinced that within the ladies segmentation that there is much more that can be achieved.
VIALUXE:
What is the Focus for Milus this year?
EDOCS:
We have a very clear international strategy this year. The target of Milus is not to enter into too many international markets. We really move step by step and one of the key markets is the United States. We really want to give this market all of our energy and support it needs in terms of time and financial resources. The US plays a very important role for Milus in this coming year.
VIALUXE:
Where do you see the Milus brand in 5 years?
EDOCS:
In 5 years, Milus will have been presented in the most important international key markets around the world. If we see similar success that we have seen in the past, Milus, in 5 years will be an internationally known brand.
VIALUXE:
Milus is making complications for women, can you discuss? EDOCS:
This is a very good question. This doesn't mean that women are complicated but we do want to create complications for women.
We try to combine jewelry making with watch making. We don't define feminine design with hearts or butterfly's etc... It’s much more important to focus on craftsmanship and quality. We believe that will open more doors in the feminine market.
VIALUXE:
What are you most proud about in your second year in the US?
EDOCS:
We had a much better acceptance in the US then we expected. The market is still the number one luxury market in the world and it’s an interesting place but not an easy place. We are very proud to see that our marketing and product strategy is welcomed and the US end consumer is definitely waiting for something new.
VIALUXE:
Can you tell us about the Tirion?
EDOCS:
The Tirion is a logical consequence of the theme of TriRetrograde which is one of the main themes in our collection. Two years ago we launched the Herios TriRetrograde, followed by the Merea TriRetrograde last year. This year was an outstanding step mechanically speaking. We combined the function of the TriRetrograde with a Flying Open Date.
VIALUXE:
Talk to me about the typical Milus customer. EDOCS:
He is not a trend follower - he is trend setter and this in itself says a lot. He is self confident and has a good understanding of luxury. This end consumer does not interpret luxury as something that you simply see - he understands that luxury is more about how it makes you feel.
VIALUXE:
Have you ever met a Milus customer on the street?
EDOCS:
The first people I saw, logically I spoke with them. It’s not like I go outside and see 300 people wearing Milus watches but I am starting to see them more and more it’s starting to happen. When I meet the end consumer, I am proud to tell them that I work for the company and great discussions usually follow.
VIALUXE:
Can you talk to us a little bit about "Pure Swiss made" and what it means?
EDOCS:
"Pure Swiss Made" is not a guarantee that all is done in Switzerland. For Milus is important that all production in entirely done in Switzerland. Some brands they do this but not all. With Milus - it is definitely the case.
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